Instagram 2019: Influencer Marketing Tips

By on August 22, 2019

As Instagram has risen to become one of the most powerful social platforms, Instagram influencer marketing has exploded into a nearly $2 billion industry. So if you were wondering why it seems like everybody wants to be an influencer, it’s not just because of the freebies. It’s become a very lucrative profession. And with 1 billion monthly active users (500 million of which use the app daily), brands are queueing to form their own team of influencers on Instagram.

This article discusses how you can use Instagram influencer marketing to boost your brand this year and beyond.

What is influencer marketing?

Essentially, people who have managed to build a significant and engaged following are referred to as influencers. From health and wellness, to food and fashion—the influencer sphere has penetrated virtually every niche there is. And brands have taken advantage of this top social media trend, partnering with influencers that are aligned with their brand values to reach not just a wider audience – but one that’s engaged.

 Source: Hopper

Why use Instagram for influencer marketing?

Apart from its large and continuously growing active user base, 72% of Instagram users said they have made fashion, beauty, or lifestyle-related purchases after seeing something on the platform. According to a study, Instagram also sees the most average interactions per post per 1,000 followers. Facebook sees around 16.54 average interactions per post per 1,000 followers. Instagram nearly doubles that with 29.67. And because engagement is a crucial part of the game, both brands and influencers have made Instagram their preferred platform for their campaigns.

How to Utilize Instagram Influencer Marketing for Your Brand

Set clear goals and KPIs

As with any marketing campaign, you need to start by clearly establishing what you want to achieve from your influencer marketing campaign. Are you looking to build brand awareness? Are you introducing a new product? Do you want a larger following? Or are you looking to convert seasonal buyers into loyal customers?

Your goals may vary from quarter to quarter and from year to year. But whatever the goal may be, it is important that it is clearly stated so your campaign will always have a guide.

Additionally, identifying which key performance indicators (KPI) you’ll be using to measure success is essential for achieving your goals. While different campaigns have different goals, engagement is usually the most used metric for measuring influencer marketing performance.

  Source: Influencer Marketing Hub

If you’re wondering which KPIs to use, you can look to your competitors for inspiration. Find out what metrics they’re using to measure results, and you’ll get an idea of what you can use for your own.

Look for the right influencer

It’s important to note that you can’t decide to partner with an influencer based on following alone. You might have someone who has a million followers, but if that audience isn’t part of your target demographic, then the results you’re going to get will be far from optimal.

To find out which influencers can work best for your brand, you need to start by understanding your target audience. Who influences them? What types of content do they consume? Which platform do they use the most?

Ideally, you’ll also want an influencer that’s aligned with your brand values. So if you’re a sports apparel brand, you’ll want to partner with someone that embodies what your brand stands for – whether that’s perseverance, commitment to health, or success.

Execute campaigns based on goals

There are a number of types of techniques you can use for your influencer marketing depending on your goals. These include:

Reviews – This is great for showing the audience exactly what your product is all about. Because they typically respect the opinions of influencers, letting them review your products honestly is a great way to introduce it to the market. And for those who are on the fence, a nice review by an influencer could be all they need to nudge them toward a purchase.

Contests – This a great way to generate buzz and excitement. For example, you can send your products to influencers to be given away to their followers. The most popular tactics is having followers follow a brand’s account, posting user-generated content or reposting branded content, and tagging a few of their friends. This not only engages audiences, it also allows you to build on your own.

 Source: CoSchedule

Sponsored posts – If you’ve ever been on Instagram, these are the posts that influencers create for brands. It could be as simple as just posting a product. It could also be a series of posts that’s part of your band storytelling. When executing this, make sure to set clear guidelines for the kind of output you’re expecting. This way, both your brand and the influencer know what you’re in for.

 Source: Influencer Marketing Hub

 Source: CoSchedule

Maintain transparency

Speaking of knowing what you’re in for, it’s important that you clearly establish the parameters of your partnership with an influencer. This includes:

  • Campaign timeframe
  • Content production
  • Content usage rights
  • Compensation

It’s crucial that these things are laid clear so you can ensure that the partnership will not only be successful for the campaign, but to build a lasting relationship with both the influencer and their audience.

As well, you need to make sure that you abide by the fairly recent Federal Trade Commission (FTC) regulations. The main premise of the regulations is to inform audiences when there are “material connections” – essentially letting audiences know when a post is sponsored.

 Source: CoSchedule

 As consumers trust brands less and less, being transparent with them is a good way to cultivate trust, which can only bode well for your brand.

Track your performance

Of course, during the course of the campaign, you’re going to want to track how well you’re performing. This will mainly be with the use of the KPIs you’ve previously identified. By regularly monitoring your performance, you can change what isn’t resonating with audiences, and double down on those that do.

You’ll also need to measure your ROI. While influencer marketing ROI may not always be clear cut – as campaigns don’t always aim to translate to direct sales – you can attach a monetary value to things like reach, web traffic, and inquiries. While there is no doubt that you’ll be able to tap an exponentially wider audience with influencer marketing, you’ll still want to know if it was worth the investment.

Takeaway

Influencer marketing is not exactly a brand new concept, it’s a similar approach to what endorsers were during the days of traditional media. What’s different though is the type of engagement it provides. Audiences can reach out to brands like never before, and brands can connect with audiences in more genuine ways.

In what ways do you think influencer marketing can help boost your brand? Let us know in the comments below.

About Naida Alabata

Naida Alabata is a content marketing specialist at GRIT and the content manager for startupcredo. She opts to share her expertise and knowledge through writing.
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